Definition🎁: "Customer Experience" - Digital Marketing Advent Calendar

Happy Hump Day! With less than 2 weeks to go to Christmas, we're certainly not resting on our laurels. Today, we asked Lexus Head of Digital Experience, Social Media and PR Asia Pacific, Maria Del Rosaio, what "Customer Experience" is all about, and what it takes for brands to deliver the best experience. 

Customer experience is the sum of every emotional reaction consumers have whenever they encounter the brand. Good or bad, experiences are what customers remember and talk about the brand. Social media has given consumers a louder and more powerful voice. A single experience broadcast online can have a huge impact on the brand’s reputation in minutes - even seconds. 

A great customer experience is human centred, anticipatory, and consistent. In a world of choice, customer experience is a huge differentiator that defines each brand.

Thanks to social media, brands also have the opportunity and mechanism to turn a potentially negative experience into more positive one. Put your customer first instead of your product or service. Build a customer community that helps consumers meet their needs. Communities are a means to an end, not an end itself.

The 3 most important aspects of customer experience are: usefulness, ease of use, and emotional reaction.

• Usefulness: The customer should be able to achieve his or her goals.
• Ease of use: These goals should be fulfilled easily.
• Emotional reaction: The customer should experience positive emotions - pleasure, enjoyment, exhilaration, and even inspiration.

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